In 1997, when the Internet was relatively new to the public, I was one of the first teachers in my school district using education technology in my classroom. Although resources were quite scarce at the time, having the ability to find creative lesson plans, play music from different genres, and search for information using Ask Jeeves was revolutionary.

Today, the education space is flooded with products for parents, teachers, and students. Although the business of education can be controversial, it has become a billion-dollar industry, and many entrepreneurs and startups are trying to make it in the K-20 ecosystem.

Last year, edtech investments hit a historical new record of 9.5 billion. The market is flooded with new products.

Where is the money going?

Metaari, a Seattle based area market research firm recently released their annual announcement of global edtech investments, and the numbers below are critical to know if you are moving into the education technology space for the K-20 market.

PreK-12 companies received 13% of the overall global investment, and higher education companies got 8% for a combined 21% going to PreK-20 enterprises. Given these numbers are a small fraction of total investments, small education startups may find it quite challenging to get in front of the right people in a school district.

Views and Advice From Behind the Scenes

To help assist any edtech startup, I brought in two views from the education system: Veteran educator and school principal at New York City Department of Education, Janet Huger-Johnson and Yocheved Belsky, a Principal consultant at ClearSquare Group.

Coming from two different angles in education, they share their thoughts and tips below regarding the best ways to find success in this ecosystem.

She has watched the progress of edtech throughout her entire career. Johnson states, “In the early years, education technology was limited to research (finding information) and has now grown to become a vehicle for various levels of collaborative teaching and learning. Currently, the expectation for edtech is more input of information rather than output.”

Johnson believes education technology is a vital resource, and can no longer be an option in schools.

She continues, “There is little opportunity for it to shape our district because not every school has equity in the opportunity to use technology as a tool for student engagement or lesson implementation.”

Johnson is contacted daily by edtech startups throughout the school year. Many startups want to sell their programs, ask for her time, offer beta testing, and sell new equipment.

However, it is not that easy given school requirements, her schedule as well as the district’s budget.

What Matters

Johnson’s attention is based on the technology offering and the opportunities it offers her teachers and students. She begins by listening and asking fundamental questions about cost and impact of any program. She then allows a team of teachers to listen to the pitch if they get over those first hurdles.

Teacher Input is Critical

Johnson allows the teachers to have a say in any edtech purchase because they have first-hand knowledge of the students and their needs.

Decision Making Process

Johnson does not make a unilateral decision for new products because that approach impacts the buy-in for the teachers.

Critical components to any edtech product for the classroom:

Ease of use for the product and appropriateness in regards to blending into what is already in process.

Support for implementation of the program as PD or offsite connections

Cost of product and its opportunity for sustainability

Getting Attention

The best way to Johnson’s attention is to have a solid understanding of how the product will impact the future of the students.

In education, startups should provide ways to continually support their product (such as providing on-going professional development.

Learn about the school’s needs and ask yourself these questions: What are possible ways for the school to budget for your product? What is important to the school? What are the challenges they are facing and are you helping towards the solution?

Get user friendly: Teachers are empowered with a say at the table. Appeal to the staff that will be utilizing your product.

Pick teams: Connect with service providers who are already coming in on a regular basis. If you’re selling a product that will support the school’s tutoring programs, team up with that service provider to bring the product into the school.

If you’re thinking about getting into the edtech startup world, these tips should help you have a better understanding of education investments, school needs, and how to build the right product for your audience.